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Marketing

Marketing. Product Placements. Geico Wedding Commercial. Television advertising is becoming more creative :. Traditional Advertising. Product Placement. Product Placement: purposeful incorporation of commercial content into noncommercial settings

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Marketing

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  1. Marketing Product Placements

  2. Geico Wedding Commercial • Television advertising is becoming more creative:

  3. Traditional Advertising

  4. Product Placement • Product Placement: purposeful incorporation of commercial content into noncommercial settings • Companies pay to have their product, brand or service “Placed” in television shows, movies, music video, or video games as props

  5. What Mediums are Used? • Movies • TV • Radio • Video Games • Music Videos • Books

  6. Why Use Product Placement • To achieve prominent audience exposure, visibility, attention, and interest • The more successful the program, the longer shelf life of the product placement • products should be visible within a scene, but not the focus • product needs to fit, almost seamlessly (almost being the key word here) into the shot • To increase consumer memory and recall of the brand or product • Research shows raises brand awareness by 20% • brands placed in movie scenes enjoy higher brand recall than those that are not

  7. Why use Product Placement? • Show your product in a real-life scenario • can call attention to several features of a product that a short commercial spot can’t – shows how used • Doesn’t look like a commercial – “Stealth advertising” • Hundreds of new television stations - no telling what your target market is watching • Advertising dollars are often wasted on expensive commercials that used to reach millions • The popularity of TiVo and similar digital video recorders allows viewers to skip the commercials

  8. Product Placement in Movies • One of the first instances of successful product placement • Sales increased by 65% following movie release

  9. Time Magazine on ET Movie • Time Magazine Monday, July 26, 1982 • The folks at Hershey Foods Corp. are feeling very happy these days. Reese's Pieces, a steady but unspectacular-selling brand of candy, has blossomed into an unexpected summer hit. Sales of the peanut butter-flavored candy shot up 65% in June after the release of E.T.: The Extra-Terrestrial, which is filling movie theaters at a record clip. In the film, E.T., an endearing space creature, is lured out of hiding by a boy who scatters pieces of the candy in his path.

  10. Results of ET • Hershey’s agreed to promote E.T. for $1 million in advertising; and Hershey could use E.T. in its ads • Sales jumped 65% within 2 weeks • This movie tie-in all but fell into the lap of Hershey, which sold some $35 million worth of Reese's Pieces last year....

  11. Product Placement in Movies • Product Placement was satirized (to criticize) in the 1992 movie Wayne’s World

  12. Product Placement Effectiveness Product placement has become prevalent since the 1980’s • “90% of people with digital video recorders skip TV ads. • Research shows product placement in content boosts brand awareness, raises brand affinity and encourages prospective purchasers • 60% of viewers felt more positive about brands they recognized in a placement • 45% said they would be more likely to make a purchase.”

  13. Product Placement on Television • Coke, Ford and AT&T have product placements on American Idol

  14. Product Placement Issues • How can viewers know if a product is used for artistic reasons or if it is shown as an advertisement? • Is it ethical for a company to use this kind of hidden advertising? • Should movies and television shows be required to disclose all placements at the end during the credits?

  15. Product Placements on Television • Seinfeld “The Junior Mint” episode • Great example of product placement on television

  16. Looking for Product Placements • The 2007 film Transformers is said to include over 70 different product placements • In this activity, we will watch the movie Transformers and list all of the different products/brands/companies that you see during the film

  17. Transformer Placement Discussion • Which placements in the movie were the most effective and least effective? • What seems to separate a good, “sticky” placement from a poor, forgettable one? • Have you purchased a product after seeing it on a movie or television?

  18. Making Product Placements • In this final activity, you will be determining where to and how to place your product • The class will be divided into teams, with each team given a product • The teams will determine a show to place their product in as well as develop suggestions for how the product could be incorporated into the storyline

  19. http://www.youtube.com/watch?v=4LFQIoc49ZM – Shows some of the answers.

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